The speaker:

Ann Handley, Chief Content Officer at MarketingProfs Connect on LinkedIn

The quote to remember:

<aside> 💬 “When we talk about storytelling in a business context, it’s not about fables and fairytales, it’s about learning to tell a true story well.”

</aside>

Actionable insights from the session

• [ ] Tip #1: Art + intent = marketing

Storytelling is embedded in marketing. It shouldn’t just be about numbers and thinking about things from a factual standpoint, it should be artistic as well. The best thing about storytelling is it’s a mix of both of those things - we want to drive results but we also want to connect with the people we care the most about reaching.

• [ ] Tip #2: Customer expectations have shifted

In a post-COVID world, we’ve seen companies talking in more accessible ways. The next generation doesn't resonate with corporate speak in B2B or B2C. Audiences are demanding a more human approach and companies have to respond to this appropriately.

• [ ] Tip #3: AI will allow more mediocrity at scale

The fast development of AI is a bit of a wake-up call to marketers, but it also gives us an opportunity to think more deeply about the content we create and how we can use AI to make us more creative.

• [ ] Tip #4: Be authentic, but don’t overthink it

Authenticity is the word of the year in 2023. We all strive for that in our content, but there’s a lot of confusion over what it actually means. One of the biggest mistakes that people make is overthinking it - focusing too much on the structure and not the actual story. Your audience doesn't need a huge build up, just get to the story.

• [ ] Tip #5: How to make the best stories:

1. It’s true: all great stories are real
2. It’s human: stories that are told at a human scale
3. Your customer is the hero: customer stories are always the most effective
4. Tension: find a problem to solve